Kitkat roars to pole position with an F1-shaped chocolate confectionery first

KitKat has raced to the head of the confectionery pack as it devises an innovative F1-shaped chocolate treat, as it celebrates its partnership with the high octane motorsports world, reports Neill Barston.

The deal, which was first announced last year, has seen the flagship Nestle brand strike out in a new direction, seeking to engage with as broad an audience as possible.

KitKat is now the official chocolate bar of F1, which prompted the development of the first of its kind treat released this month, which features a smooth milk chocolate shell with creamy filling and embedded crispy cereal pieces, the product showcases Nestlé’s world-class R&D expertise and precision manufacturing.

The new line will be available in  single (29g) and multi-pack (5x11g) format is now available across the UK and Ireland.

Louise Barrett, Head of the Nestlé Research and Development Centre for Confectionery, York, UK, welcomed the development of its latest innovative chocolate series, which she hope would be taking to the podium in terms of retail sales.

She said:  “The R&D Centre in York is a global hub for innovation in confectionery, where pioneering ideas are transformed into reality. Just as Formula 1 teams apply meticulous precision to every design detail, our KitKat teams have worked tirelessly on elevating even the tiniest design elements, drawing on their deep expertise in product development and moulding, to engineer this miniature replica of a Formula 1 car for consumers to enjoy on their next break.”

The KitKat F1 chocolate car will be available from January 2026, as the global partnership kicks off in alignment with the F1 calendar.

KitKat will feature at key F1 races in Nestlé’s top markets during the 2026 season.

The partnership goes beyond trackside visibility, delivering immersive fan experiences through social media engagement, exclusive merchandise, in-store activations, prize promotions, and innovative, limited-edition products. KitKat will also appear with targeted ads during Netflix series, Drive to Survive, giving fans unique ways to engage with a sport that’s rapidly gaining traction among younger generations.

Scott Coles, Managing Director for Nestlé Confectionery in the UK and Ireland, added: “Crafted in the iconic shape of a Formula 1 car and inspired by the thrill of both Formula 1 and the KitKat break, this treat has been made for fans who crave excitement both on and off the track.

“We want to bring exhilarating F1 breaks to everyone. KitKat’s always been about those feel-good breaks and now, much like those crucial pit stops during any F1 race, we want KitKat fans to hit that pause button, making it even easier to disconnect and re-charge,” concluded that product innovation and strong engagement were the hallmark of its approach to delivering for the category within the region.